The new project is dedicated to Italian denim, its international reach and the new opportunities presented by the high-end global market. It is directed by Pitti Immagine and Milano Unica. “It is a promotional event”, commented Raffaello Napoleone, CEO, Pitti Immagine, “and an exhibition aimed at showing the world the excellence of an industrial chain that goes from manufacturing the fabric to wash finishes, from making the garment to printing and embroidering, from accessories to machinery”.

A special preview of the initiative will be presented during Pitti Uomo 86, and will culminate in a striking exhibition-installation at Pitti Filati 75 displaying items especially made for the event by a selection of 30 of the most important names in Italy’s “denim chain”. Fashion designer Angelo Figus and Maurizio Brocchetto are responsible for the artistic direction and settings are by Alessandro Moradei.